Press Association
Course overview

This highly participative course examines issues internal communication professionals face in their daily roles alongside emerging practices from organisations around the world that participants can tailor to their own situations.

Content combines interactive presentations with practical exercises with case studies and video materials. Participants are encouraged to reflect on and discuss their own professional issues and experiences.

Who the course is for

Professionals who have mastered the essential skills of internal communications and who want to practice at a more advanced level.

Learning objectives

  • Develop understanding of how internal communications can be used to support organisational mission, vision, values and business objectives
  • Use communication activities to win employees’ understanding of and commitment to change and transformation
  • Use storytelling to create a sense of belonging and pride among employees
  • Develop multicultural communications that appeal to their diverse internal audiences
  • Use a variety of measurement mechanisms to demonstrate the benefits communication activities bring to their organisation
  • Plan and implement communication campaigns tailored to their audiences and organisations
  • Use social media apps to connect and build relationships with and between employees
  • Communicate needs upwards and win the support of more senior managers and executives

Course Outline

  • Story telling that helps people remember messages
  • Power of stories in the workplace
  • Developing memorable stories people love to hear
  • Bringing stories to life
  • Communicating an unfolding story

Multicultural audiences – creating cohesion in multicultural teams
  • Misunderstandings & confusion when English is a second language
  • Overcoming distrust & antagonism
  • Dealing with different work ethics, accountability, hierarchies & status, sensitivities, expectations
  • Other issues – corruption, pace of change, gender, legislation & regulation, poverty, infrastructure, time zones

Effective evaluation that demonstrates value with minimal resources
  • Aligning objectives to organisational goals
  • Methodologies and their practical application
  • Structuring & presenting recommendations

Running campaigns & programmes including during change

  • Identifying requirements
  • The creative brief
  • Planning
  • Execution
  • Measurement

Using social media

  • The different types of social media
  • Disseminating information & enabling collaboration
  • Golden rules for using social media effectively internally
  • Empowering employees through social media
  • Ensuring your views are heard
  • Helping leaders value internal communications
  • Helping line managers become more effective communicators

Developing trust and personal credibility with leaders
  • Ensuring your views are heard
  • Helping leaders value internal communications
  • Helping line managers become more effective communicators


Our partners, Press Association Training will be delivering this course on behalf on Journalism.co.uk.


Getting there

This course will be held at Press Association 292 Vauxhall Bridge Road London SW1V



About Press Association

The Press Association (PA) is the national news agency for the UK and Ireland and a leading multimedia content provider across web, mobile, broadcast and print. For the last 147 years PA has been providing fast, accurate feeds of text, data, photos and video. Today the business is increasingly focused on the delivery of complete products for both digital and print clients. 

The Press Association Training courses are specifically tailored to ensure they include the very latest developments in the rapidly changing world of the media.

All of PA's trainers are working journalists or PR professionals with the most up-to-date knowledge who always shape courses to the individual needs of those attending.